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All Journal Economics and Digital Business Review Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi)
Zenni Riana
Faculty of Economics and Business, Universitas Islam Sumatera Utara, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science

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Digital Retail Transformation: The Influence of E-Commerce, Digital Marketing, and Service Quality on Purchasing Decisions Ekel Jadi Lapenta Tarigan; Mega Ruslina Safutri; Yolanda Salsabila; Ricky Rafii Ritonga; Zenni Riana
Economics and Digital Business Review Vol. 7 No. 2 (2026)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i2.3782

Abstract

This study examines the effect of e-commerce, digital marketing, and service quality on purchasing decisions at PT Gramedia Asri Media, a retail company. The study employed a quantitative approach with descriptive and associative characteristics. The population consisted of customers of PT Gramedia Asri Media, based on 86,085 customer transactions. The sample was determined using the Slovin formula, and 120 respondents were obtained during the data collection process. Data were collected through a Likert-scale questionnaire distributed via Google Forms and were analyzed using multiple linear regression with IBM SPSS. The results showed that, partially, e-commerce had a positive and significant effect on purchasing decisions with a t-value of 2.731 and a significance value of 0.007, digital marketing had a positive and significant effect with a t-value of 2.652 and a significance value of 0.009, and service quality had a positive and significant effect with a t-value of 3.988 and a significance value of 0.000. Simultaneously, e-commerce, digital marketing, and service quality had a positive and significant effect on purchasing decisions with an F-value of 84.105 and a significance value of 0.000. The Adjusted R Square value of 0.677 indicated that 67.7% of purchasing decisions could be explained by the three independent variables, while the remaining 32.3% was influenced by other variables outside this study
The Effect of Promotional Strategies, Pricing Strategies, and Perceived Product Quality on Consumer Purchase Intention of Glad2Glow Products via TikTok Shop as a Digital Marketing Platform Putri Leoni; Septia Angraini Barus; Trendy Gabriel Sihombing; Ricky Rafii Ritonga; Zenni Riana
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 4 No. 02 (2026): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), 2026
Publisher : SEAN Institute

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Abstract

This study aims to analyze the influence of promotional techniques, price considerations, and perceived product quality on consumer purchase intentions for Glad2Glow products through TikTok Shop. The study population consisted of individuals who had seen Glad2Glow product advertisements through TikTok Shop. Sampling was conducted purposively, involving 120 respondents. Data were collected using a survey and analyzed using multiple linear regression using SPSS software. The results showed that promotional techniques, pricing, and perceived product quality significantly influenced consumer purchase intentions. These findings indicate that purchase intentions can be enhanced through more effective digital marketing strategies, competitive pricing, and improved perceptions of product quality. These research findings offer important implications for marketing managers. First, companies need to focus on implementing attractive and relevant promotional techniques through digital platforms like TikTok Shop to attract consumers' attention. Second, competitive pricing that aligns with consumers' perceived value can increase product appeal and increase purchase intentions. Finally, companies should improve consumer perceived product quality, as perceived quality can strengthen loyalty and increase repeat purchases. Managers can leverage consumer data to optimize more personalized and effective marketing strategies on digital platforms.
Exploring the Effects of Price, Service Quality, and Promotion on Customer Satisfaction among TikTok Shop Student Users in Medan City Kevin Putra Leonardo Nababan; Sinta Amanda br bangun; Risca Atania Br Gurusinga; Ricky Rafii Ritonga; Zenni Riana
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 4 No. 02 (2026): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), 2026
Publisher : SEAN Institute

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Abstract

The rapid growth of social commerce has transformed consumer shopping behavior, particularly among university students who actively use digital platforms such as TikTok Shop. This study aims to examine the effects of price, service quality, and promotion on customer satisfaction among active TikTok Shop student users in Medan City. A quantitative approach was employed, with data collected from 100 respondents selected through purposive sampling. The data were analyzed using multiple linear regression to determine both partial and simultaneous effects among the variables. The findings reveal that price has a positive and significant effect on customer satisfaction, as indicated by a t-value of 3.285 and a significance value of 0.009. Service quality also has a positive and significant effect on customer satisfaction, with a t-value of 3.697 and a significance value of 0.000, making it the most dominant variable in this study. Furthermore, promotion has a positive and significant effect on customer satisfaction, with a t-value of 3.027 and a significance value of 0.003. These results indicate that affordable and appropriate pricing, responsive service, and attractive promotional offers play important roles in shaping students’ satisfaction with TikTok Shop. Simultaneously, price, service quality, and promotion have a positive and significant effect on customer satisfaction, as shown by an F-value of 29.674 and a significance value of 0.000. The coefficient of determination shows that the three independent variables explain 48.1% of the variation in customer satisfaction, while the remaining 51.9% is influenced by other factors not examined in this study. The descriptive analysis further indicates that students’ perceptions of price, service quality, promotion, and customer satisfaction are generally in the high category.
Co-Authors Ekel Jadi Lapenta Tarigan Kevin Putra Leonardo Nababan Mega Ruslina Safutri Putri Leoni Ricky Rafii Ritonga Risca Atania Br Gurusinga Septia Angraini Barus Sinta Amanda br bangun Trendy Gabriel Sihombing Yolanda Salsabila